18. Tell prospect how to start using your merchandise properly
and what other action should be taken-and when-or state that this
information will be included with the shipment.

19. If your products are bought primarily for pleasure or are
considered a luxury or "non-necessity", help the prospect
rationalize the value of the purchase.

Use Procedures 20 to 26 to make it easy as possible for the
prospect to make an accurate selection of the types of
merchandise and the specific items of each type best suited for
his or her purposes:

20. Group all items of the same type in the same section of your
catalog.

21. Arrange the groups of items in their present or potential
order of importance to you profit wise. Put the most important
group at the front of your catalog and the least important near
the end of your catalog (but not on the last three pages).

22. Within each group , arrange the individual items in
descending order of quality, price, popularity or promotional
possibilities.

Give the most important items the most valuable positions and
extra space for copy and illustrations. Allocate positions and
space to the other items in the order of their importance.

23. If practicable, use the Sears system of offering the same
type of item in three different qualities-- GOOD, BETTER and
BEST- with different price ranges to match the differences in
quality. Usually it is more effective to talk about the BEST
quality first and the GOOD quality last.

24. Use COMMON copy to present features or qualities that are the
same for all or most items of the same type.

25. Use INDIVIDUAL copy to talk about the features or qualities
that make each specific item different from all or most of the
other specific items in the group.

26. In preparing the INDIVIDUAL copy above, use "parallel
construction" to help the prospect make a point-by-point
comparison of the specific items as quickly, easily and
accurately as possible.

Once the prospects have selected the merchandise they wish to
buy, make it as easy as possible for them to order Procedures
27-31